三星中国市场经营战略分析

三星在国际市场上曾被认为是廉价家电企业,但在1997年韩国金融危机时期经历了破产危机后,在短短不到十年的时间内迅速成为引领数字时代的世界知名品牌。全球化战略变革让三星有了质的飞跃,特别是在中国市场,三星通过阶段性的发展战略及有针对性地本土化战略,牢牢的确立了其高端品牌形象,成为中国最具价值消费品牌。

Samsung Business Marketing Strategy in China

Samsung was once regarded as a low-end home appliance manufacturer. However, after going through near bankruptcy during the Koreanfinancial crisis in 1997, Samsung has rapidly become a world leading brand in the digital era in less than 10 years. The global strategy reform hasbrought Samsung a substantial leap forward, especially in the Chinese market. By establishing their brand image as a high-end consumer productthrough phased development and targeted localization strategies, Samsung has become the most valuable consumer brand in China.